At NatGeo, the brand is the bond: network honors the magazine but makes TV version edgier.(National Geographic Channel)

Broadcasting & Cable, October, 2005 by Brown, Joel

It's all about protecting that frame. Most Americans grew up reading the National Geographic magazine, its cover bordered in yellow. Now that trademark is the on-screen logo of the National Geographic Channel, which faces the challenge of growing its audience without compromising the iconic tradition of the magazine.

But NatGeo is also in the television business, and it has some media-inspired goals as well. "We are getting larger and getting younger, and we are also getting more upscale," says John Ford, executive VP, programming. And they're about to launch a high-definition channel, NatGeo HD. (See box.) National Geographic will still take you to the far corners of the globe, from the deepest canyons of the sea to the highest mountains--and...

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